The Open Brand: When Push Comes to Pull in a Web-Made World

Table of contents

1. Copyright
2. Foreword
3. Introduction
4. Are you dangerously CLOSED?
5. I. The Future of Brands is Open
   1. 01. Just for Openers
      1. The Closed Brand’s Distinguished Run
      2. Brands at Risk
      3. Learning to Let Go
   2. 02. O.P.E.N. for Business
      1. Internet as Chief Opening Officer
   3. 03. Web 2.0 and the Alpha Openers
      1. The Alpha Openers
         1. The Open Brand’s Consumer Engine: Creating, Sharing and Influencing
6. II. The Rise of the iCitizen
   1. 04. Consumerism’s Counterpoint
      1. A Motivational Mashup
      2. The iCitizenry’s Motivations
   2. 05. The Power of One. Gazillion
      1. How Strategic Is your Brand’s Relationship with the Icitizenry?
   3. 06. Portraits of the iCitizen
   4. 07. The Digital Millennials
   5. 08. Trust is in the Network
      1. People Like Me
      2. From Marketing Funnel to Fish
   6. 09. The Love Triangle
7. III. Inside the Open Brand
   1. 10. The Open Brand Framework
   2. 11. On-Demand
   3. 12. Personal
   4. 13. Engaging
   5. 14. Networked
   6. 15. Opened Up
      1. American Idol
      2. NIKE+
      3. Webkinz
      4. Victoria’s Secret Pink
8. IV. Getting to Open
   1. 16. Opening Measures
   2. 17. Opening Jitters
      1. IP on the Run
      2. The Brand Fan Has Two Faces
      3. The Naked “Truth”
      4. Crowds Know Best
   3. 18. Rules of the Open Road
9. Appendix
   1. Open Lingo
   2. Acknowledgments
   3. Appendix